Post on 23-Dec-2015
Increasing Energy Efficiency Through ENERGY STAR®
Promotion
Rebecca E. Leintz
April 2004
“If half of all U.S. households replaced a standard T.V. with an
ENERGY STAR model, the change would be like shutting
down a power plant.”*
*U.S. EPA, ENERGY STAR®--The Power to Protect the Environment Through Energy Efficiency (July 2003).
Overview
• Development of ENERGY STAR
• Public awareness and acceptance of ENERGY STAR
• Increased energy efficiency as a result of promotion of ENERGY STAR
• In 1992, EPA introduced the ENERGY STAR label to recognize energy efficient computers
• Since the mid-1990s, EPA and DOE have collaborated to oversee ENERGY STAR
• In 1995, EPA approved an efficient new homes label• In 1999, EPA approved an efficient building label • Today, ENERGY STAR identifies energy efficient
products in more than 35 product categories
ENERGY STAR Tools
• Identification of energy efficient products
• Product labeling
• Advertising campaigns and materials
• Performance-rating systems
• Sales-training materials
• Educational brochures
• Awards in recognition of excellence
ENERGY STAR Labeling
• Certification Mark
• Partnership Mark
• Linkage Phrase Mark
• Promotional Mark
ENERGY STARCertification Mark
•Used on products, homes, or buildings that “meet or exceed ENERGY STAR performance guidelines”
ENERGY STARPartnership Mark
• Used to demonstrate an organization’s commitment to, and partnership in, the ENERGY STAR program
• May be used by any of the 7,000+ ENERGY STAR partners
ENERGY STARLinkage Phrase Mark
•Used in advertising and promotional material to show that a company offers ENERGY STAR qualified products or services
•May be used by anyone signing an agreement with EPA/DOE to abide by the terms of ENERGY STAR labeling guidelines
ENERGY STAR Promotional Mark
•Used on materials intended to promote ENERGY STAR usage•May be used by ENERGY STAR partners as well as non-governmental organizations and trade associations
Additional EPA Recommended Labeling Guidelines
Correct
• ENERGY STAR qualified TV
• TV that has earned the ENERGY STAR
• ENERGY STAR and the ENERGY STAR mark are registered U.S. marks
• ENERGY STAR guidelines
Incorrect
• ENERGY STAR certified TV
• ENERGY STAR compliant TV
• ENERGY STAR product
• Endorsed by EPA/DOE
• ENERGY STAR standards
Public Awareness and Acceptance
• In 2002, approximately 41% of consumers nationwide were aware of the ENERGY STAR label
• EPA/DOE has a goal of achieving 60% public awareness of the ENERGY STAR label
2003 ENERGY STAR Household Survey
• Conducted by the Consortium for Energy Efficiency
• Sponsored by various utilities and governmental agencies
Key Findings of 2003 Study
• 56% of U.S. households recognize the ENERGY STAR label– Dramatic increase from the 41% who
recognized the label the year before, in 2002
• 52% of households that purchased ENERGY STAR products were influenced by the ENERGY STAR label
ENERGY STAR Recognition
Products Associated with ENERGY STAR
Influence of Rebates and Financing on Purchasing
Decisions
Sources of ENERGY STAR Knowledge
Consumer Preferred Sources of Knowledge
Results of the Study Suggest. . .
• 2002 ENERGY STAR promotional activities were successful
• Rebates and financing incentives may not be the determinative factor for ENERGY STAR purchases
• Publicity from regional and local energy efficiency sponsors increases recognition and understanding
• Promotional efforts may be even more effective if presented in additional media
ENERGY STAR Promotion in California
• ENERGY STAR product sales are rapidly increasing– “Market share of major appliances carrying the
ENERGY STAR grew 12 [percentage points] to 28%” in 2001.
• California also has a large number of ENERGY STAR partners:– 663 total partners– 42 partners in “Utilities / States and Regional Energy
Efficiency Groups”
ENERGY STAR Partners• A search of the ENERGY STAR website for “Utilities /
States and Regional Energy Efficiency Groups” received 353 results
• Many states have several ENERGY STAR partners• However, these states have none:
– Alaska– Arkansas– North Dakota– South Carolina– South Dakota– West Virginia
ENERGY STAR Purchasing Economics
Consumer Energy Awareness and Attitude
Study Survey
March, 2003
Money vs. Energy Savings49%
29%
17%
5%
Money
Energy
Both
Don't know/refused
0% 25% 50% 75% 100%
56%
54%
49%
47%
40%
21%
24%
24%
35%
41%
19%
19%
27%
8%
13%
NY Long Island
Rhode Island
Massachusetts
Vermont
Connecticut
0% 25% 50% 75% 100%
Percent of Respondents
Percent of Respondents by Region
MoneyEnergy
Both
All Respondents (N=518)
MoneyEnergy
Both
MoneyEnergy
Both
MoneyEnergy
Both
MoneyEnergy
Both
• When we asked if it was more important to consumers to save money or energy, more opted for "money." 49% said it was more important to save money, while 29% said it was more important to save energy.
• There were significant differences in the results by region. Consumers in Long Island and Rhode Island were the most likely to say that money was the more important of the two. Residents of Connecticut were more divided: 40% said "money," and 41% said "energy."
Importance of Saving Money55%
30%
5%
2%
8%
67%
55%
54%
52%
46%
73%
59%
59%
47%
44%
Very likely
Somewhat likely
Not very likely
Not at all likely
Don't know/refused
Connecticut
Vermont
Rhode Island
NY Long Island
Massachusetts
Under 35
35-44
45-54
55-64
65 & Over
0% 25% 50% 75%Percent of Respondents
All Respondents (N=518)
% Saying "Very Likely" by Region
% Saying "Very Likely" by Age
• The percentage of consumers who would pay more for an Energy Star product if it saved them money varied significantly by region, from 67% in Connecticut to 46% in Massachusetts.
• Consumers under age 35 were much more likely to be willing to pay more to save money, at 73%.
Importance of Preserving the Environment
36%
44%
8%
3%
9%
45%
42%
34%
30%
28%
44%
44%
39%
29%
26%
Very likely
Somewhat likely
Not very likely
Not at all likely
Don't know/refused
Connecticut
Vermont
Rhode Island
NY Long Island
Massachusetts
Under 35
35-44
45-54
55-64
65 & Over
0% 25% 50% 75%Percent of Respondents
All Respondents (N=518)
% Saying "Very Likely" by Region
% Saying "Very Likely" by Age
• The least compelling reason to pay more for the Energy Star label was to help preserve the environment. There were, however, significant differences by region. Consumers in Connecticut were most willing to pay more, at 45%.
• Younger respondents were still most likely to be willing to pay more to help preserve the environment. 44% of those younger than age 45 would do so. Note that this is still fewer than half of the consumers in that age group.
Survey Results Suggest. . .
• The least compelling reason to pay more for ENERGY STAR products is for preservation of the environment
• Younger people may be willing to pay more mainly to preserve the environment
However, Saving money is of greatest importance
Legislation Supporting ENERGY STAR
• Maryland’s “Clean Energy Incentive Act” (HB20) offers tax incentives for:– ENERGY STAR appliances– Highly efficient heating and cooling products– Electric and hybrid vehicles– Solar energy systems– Renewable energy production
Additional State Legislation
• Oregon– Offers residential and business tax credit
program– Since 1979
• Minnesota– Offers sales tax exemption for qualified
products– Since 2001
Conclusions
• ENERGY STAR has been highly successful thus far
• Studies indicate that promotion of energy and cost savings benefits will increase ENERGY STAR usage
• Encouraging state and utility ENERGY STAR partnerships will increase ENERGY STAR purchasing and result in greater energy efficiency across the country